Branding the differentiation

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  • Branding and differentiation
    • What is a brand?
      • A brand is a named product which consumers see as being different from other products and which they can associate and identify with.
    • Branded products
      • Consumers are more willing to trial products in the brand range
      • Brands encourage consumer loyalty
      • Consumers have greater awareness of brands
      • Brands can lead to increased sales and market share
    • Market mapping
      • A market map can show the difference between strongly branded products
    • How to differentiate a product
      • Unique and catchy product name
      • Quality
      • Design, formulation or function
      • Packaging
      • Customer service
      • Differentiation across the value chains

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